BRAND DESIGN

"Design is thinking made visual." - Saul Bass

An effective brand identity is far more than a logo and style guide.For design to have impact, it can’t be a visual afterthought and must be integrated in the early stages of the strategic process.

Brand design is still very much underrated but whether a start-up business requires a new identity or an existing one requires a re-brand or re-fresh, there are invaluable opportunities that can be realised when this process is undertaken professionally. Successful brands are a combination of strategy, logic and creativity.

Brand influences your customers and how they perceive many aspects of your business. From your industry to your value, trustworthiness, relevance in addressing their needs and wants and so much more. Your brand’s look and feel is often a significant factor, driving the decision to engage with you – or not. Simply put, your brand us an asset to your company and consequently, it’s development and design should be a priority.

A BRAND’S VISUAL LANGUAGE INCLUDES:

A SUCCESSFUL BRAND WILL BE:

Memorable

Distinct

Flexible

Cohesive

WHERE IS YOUR COMPANY AT IN IT’S BRAND JOURNEY?

As mentioned previously, the brand process can differ depending on what stage of the business life cycle your company is at. The process is the same in all cases, but there are particular considerations and opportunities unique to each stage.

If you are a start-up business, there will be a myriad of decisions all requiring your attention seemingly at the same time. However, branding not only provides enormous value to many areas of your business via the strategic process, but the exciting opportunity to build a successful and enduring brand from the ground up.

A brand re-fresh can be confused with a re-brand. Our definition of a re-fresh is where the company name remains the same, yet the brand requires a visual and structural overhaul. The logo in particular is a focus with a brand re-fresh and is generally required because it no longer communicates the correct message.

The decision to re-brand generally arises because a business has evolved and basically ‘outgrown’ it’s previous brand. The strategic process is quite similar to that of a start-up however, re-branding provides an additional logistical challenge. The company must continue to operate and have a carefully managed transitional plan for how their new brand is rolled-out.

No matter which ‘type’ of brand your company requires, it is essential to create management processes, systems and tools to ensure it’s integrity is maintained at all times. Remember, your brand is an asset and it must be cared and nurtured to retain it’s value.

SOME OF THE BRANDS DESIGNED BY THE RARA AGENCY

Kylie was recommended to me at a time when our Company’s website had “gone missing” and we were also ready to re-brand our company with a view to freshening up our image and bringing it more in line with what Cameron and I believed the company was all about. All of this was happening in the months leading up to the Ausrail show which is the biggest Rail Industry show in the country.

Well, let’s just say that the changes Kylie helped implement and the assistance she gave helping us reach our goals was nothing short of impressive. And she did this with calm and conviction, professionalism and a “going the extra mile” attitude. She dragged our website back from the depths of web world when other “tech” gurus didn’t know what to do. And she revamped it AND our image and had us looking our best at Ausrail.

She has since implemented a digital strategy for us to bring us into the modern world of marketing.

I would highly recommend contacting Kylie and her husband Marty for professional and economical marketing consulting services and general business mentoring support.